Brand Positioning

Running a brand is like conducting an orchestra. Positioning is the heart of competitive strategy. The messages transmitted by everything from the NDTVadvertising to phone calls with your customer care department all need to be kept in harmony and on brief. Without a clear, single-minded definition of what the brand is about the messages rapidly become discordant and confusing. The positioning statement is therefore a focusing device, which helps brand management to keep everything sharp and relevant.

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